Frustrated by a lack of informed and honest review websites covering a wide range of electronic music, I write them myself.

Tuesday, March 4, 2014

Fehrplay - Meow

Ministry Of Sound America: 2010

It’s a given that the PR blurbs that come with new singles are ridiculous. If you were to take them at face value, you’d swear every new tune was the greatest composition ever created. Of course, that ain’t true, but it can make for some hilarious reading whenever they overshoot. Sometimes, they’re so bold in their ambition that they’ll bestow ‘classic’ status upon a track well before it’s even had a chance to get properly rinsed out. Like this one.

Oh, Meow definitely has the potential to become a hit, even if it’s ballsy to declare it a WMC anthem nearly a month before the event even starts. Thing is Ferhplay has checked off (re: style-bitten) many of the things that has made many an Eric Prydz track a hit. The hook is instantly likeable, the beats have quality bounce, the supporting ‘piano’ chords will bob heads, and all the whooshy effects are tastefully done; then, it’s arranged such that the vibe never falters. There’s no new ground being broken here but with a track this shamelessly fun, does it matter? Certainly not, so Meow looks primed to be at least a minor hit for the main room crowds.

The B-side of this digital promo is

Then I stopped typing, stared at the computer screen, and asked myself, “Why am I still doing this? Nothing I write matters and all these free digi-EP promos I’m being sent won’t have any lasting impact upon electronic music. Fuck it. Fuck everything.”

Yes indeed, it was cynicism towards over-zealous PR that finally broke me, despite managing a few more reviews before truly quitting. It didn’t help I was suffering from multiple bouts of work and college related stress, relationship and financial depression, and just generally feeling poo at the time, but there it is - the honest-to-God impetus for giving up writing reviews about new music. I’m feeling better now, thankfully.

I imagine it’s a self-defeating, futile and sick, sick, sick environment, the world of promo-PR. How many times do copy-writers hype a track to the high ends of the Earth, only for said track to get completely passed by without a notice or care. Hell, Fehrplay’s Meow was one of the best ones of at least a dozen digi-promos I went through, hence why I tried writing a review for it, plus got picked up by Ministry Of Sound and Hed Kandi for compilation duty on all their major releases (Annual, Clubber’s Guide …Miami Fashion District?). Nor was I the only one to make the Prydz connection, as Jonas von der Fehr released his second single, Incognito, on Pryda Friends. Meow truly could have been a major hit like the promo guys claimed. Yet, do you remember this tune? For that matter, did you even know it existed, because Amazon.com sure doesn't.

Anyhow, to finish this four year aborted review, the B-side is titled Meow Again. It’s an electro-house version, and not as good as the original Meow. Yay, done, finished.